serving the social customer: how to look good on the social dance floor for customer service

BT Contact. Relationships that grow

Serving The Social Customer

Dr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]@DocNicola

Copyright BT Global Services, 2014

BT Contact. Relationships that grow 2

Easy does it!

Copyright: BT Global Services, 2014

5%Felt they had got good value for money when they had a difficult experience

44%Say that loyalty to companies is a thing of the past (50% in the UK).


“Net Easy” does it.

Making it Easy is the missing link between operational quality and loyalty:

Operational performance

Customer experience

Advocacy

Incremental valueChurn

reduction

NPS

Net Easy

OCR & RFT

Why measure Easy? True voice of the customer

Drives advocacy, VFM & loyalty

Highly actionable feedback

Applicable in all channels

Engages and resonates with staff

Low effort also = lower cost

Customers finding it easy are 40% less likely to churn

Thanks to Joanna Howard Copyright: BT Global Services, 2014


Some channels are easier than others.

Thanks to: Joanna Howard

So

cialC

hat

letters

Online self-serve

Voiceemail

Voice auto


What’s so ‘easy’ about digital and social media?

Human, personalised engagement

Quick turnaround, no wait time

Customer in control

“One Stop Shop”: no hand-offs

No IVR

Proactively reaching out to

customers

Open, transparent

communication

Rapid & effective

messaging



Speed of change is accelerating.


say they constantly change the way they deal with organisations

say organisations make it easy to switch between different channels

1:2 17%


Connecting the networked expert

Consumers often or sometimes struggle with employees…

58%Have got better help from other consumers than employees

70%Often I know more about the problem than the employee

85%Put me on hold as they don’t know what to say

79%Employees have struggled to answer my queries

86%are happy to be transferred to someone trained to answer complex questions

2:3Have a better call if advisor has same interests as me

Employees need help to deal with today’s consumer



Webchat – The digital champion?

88%Of advisors rated Webchat as good or very good

26%Of customers use webchat as a preferred contact channel currently

82%Of customers rated Webchat as good or very good

15%Increase in productivity compared to phone

9 in 10 consumers want support while online

68%Would like to have webchat offered whilst online

89%Want my queries answered by a personwhilst shopping online



Mind the smartphone generation gap!

16-34 year olds driving smartphone commerce



Social media usage increases.

Growth in social media to interact with organisations: 39% of smartphone users do it while on the move

39%used their smartphone to comment on Facebook or Twitter about customer service just received

23%trust content on organisations websites

19%Find it easier to contact organisations via Social Media

only



There are very big differences between sectors.

Source: Serving the Social Customer, 2012, Dr Nicola Millard: Sample of customer activity with 14 brands in 2 weeks

21

3

4

5

6



Why customers use social media.

84% were about failures in traditional contact channels


Source: Serving the Social Customer, 2012, Dr Nicola Millard: Sample of customer activity with 14 brands in 2 weeks


“Primal scream” Twitter.

Twitter: A great place for top-of-mind comment and opinion and whinging about bad service generally (not detailed enough for specific complaints). Lots of questions and a

fair number of compliments. BUT very transitory.


Fire in Gerrard Street exchange

Simple, transparent communication……Great in a crisis!

RichieJones Now that is transparency!! RT: @BTCare: Service restoration now underway but may take some time. See pic: http://bit.ly/gw07ZECallMeKallam @MangaUK The exchange is in Gerrard Street, but I believe that caters for the West End. Follow @BTCare for info, they're good!

65% increase in Twitter followers:

“Brace yourselves: rare praise for BT”

Thanks to Joanna Howard. Copyright BT Global Services, 2014

http://twitter.com/RichieJones

http://twitter.com/BTCare

http://bit.ly/gw07ZE

http://bit.ly/gw07ZE

http://twitter.com/CallMeKallam

http://twitter.com/MangaUK

http://twitter.com/BTCare


….Or in a life-and-death situation: #londonriots

Tweet from @BTCare:

“Major pressure on 999 tonight, please call in absolute emergency only #londonriots”

Tweet Reach: 311,896 people, via 385 retweets Wait time on 999: from 41 seconds to 0 seconds

Copyright BT Global Services, 2014Thanks to Joanna Howard.

http://twitter.com/

http://twitter.com/


Friendly Facebook: The place where loyal customers gather?

A much friendlier place than Twitter because a lot of Facebook activities are from people who literally ‘like’ the brand. A big place for

compliments, questions and comments but can be used to complain about service. Customers themselves may step up to defend the brand

against negativity.



Friendly Facebook?Not so friendly Facebook

I value my privacy and tend to prevent my profile from being especially visible on Facebook, so I wouldn’t use it to contact anyone outside my network.”

Agree that the ads on Facebook are tailored to my interests

14%

Find it easy to contact companies through Facebook pages

19%

83% have used Facebook to interact with an organisation83% have used Facebook to interact with an organisation

- 8% regularly buy products through Facebook, 24% go from Facebook to websites to make a purchase

- 21% use Facebook as a reference to read other customers product reviews- 20% of people expect to receive more offers and deals - 13% would like to be able to get customer service through webchat on a

companies’ Facebook page- Only 35% agree that organisations should always show negative views on

their Facebook page

See the number of ‘likes’ on a company’s page as a mark of its success

22%



Community collaboration: Forums.

Forums tend to be a little more niche than Twitter or Facebook. A big place for compliments and comments but they also give customers the

space to deliver EXTREMELY LONG rants. Content stays there for years. Often anonymous – often staff commenting.



A funny thing happened on the way to the forum…


http://www.mymuesli.com/?


Networking experts: @BTCare & @BTBusiness.

Thanks to Dr Simon Thompson .



Networking social experts.

Voice

Webchat

VoIP

SMS / MMS

E-mail

‘Call me’

Video

Social Media

Home Workers

Branch Offices

Remote Workers

Mobile Workers

Contact Centres

HQ


BT Contact. Relationships that grow

Thank You!Dr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]: @DocNicolaBT Let’s Talk Blog:http://letstalk.globalservices.bt.com/en/author/nicolamillard/


serving the social customer: how to look good on the social dance floor for customer service

Marketing

bt global

dr nicola

joanna howard

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customer service

customer activity

social customer

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